You say potato. I say poh•tah•toh.
Some say Social Media. I say Social Marketing.
It’s all the same, right?
Social Media is focused on technology, the tools, the apps. The term ‘media’ is used for a reason. Media is broadcasted. It’s controlled by a select few. It’s a report. It’s an update.
Social Media, according to Wikipedia, “is tools used to to store and deliver information or data through social interaction.”
Some would say Social Media is Marketing because it’s a free way to get the word out. “It’s really the latest in Word of Mouth Marketing.” I agree it’s a tool that can be used in an overall Marketing strategy and plan, but can not stand alone nor is ever free. Ever.
Just like the cheese, Social Media was never meant to stand alone.
On the flip side, Social Marketing is a combination of first knowing your consumer, then creating a strategy that she would want to be a part of, effectively combining your communications, Marketing, and Social Media tools to have a two-way, authentic conversation with her.
It’s really a circle. One of trust. Of constant giving. Realizing you both are connected. That it’s not just about the delivery but about the response. It’s gaining 3,000 Twtter followers and having a plan for ‘What now?!’
In Social Marketing there is no blasting out a press release or promotion without being her friend. No telling her one thing on a TV spot and another on your Twitter stream. No more expecting her to like you on Facebook just for the numbers with no follow through. All expectations are not allowed.
{She can sense when you have an agenda that only benefits you. She has enough demands and expectations placed on her. She doesn’t need yours’.}
Don’t get me wrong. Goals are good and very much needed. That’s not what I’m referring to. I’m talking about your relationship with your consumer. Remember? You have to let her know about your goals so she can be a part. She wants to be in a transparent and authentic relationship with your company. She actually wants to be your fan and share you with her friends. There’s enough of the other stuff out there that she’s so tired of, it makes her sick. Your consumer deeply desires different, positive, good. She wants to be knitted together with companies that are like her {or as she wants to see herself.}
Twitter, Facebook, and your blog are a means to an end. They are tools. They aren’t the end.
Social Marketing beautifully combines the best of both worlds – Social Media & Marketing. It enables your company or personal brand to express the heart of your business; have authentic relationships with two-way dialogue, transparency, true service, and beautiful follow through on opportunities for generosity. No longer stale but a vital relationship that thrives. Then, virtual connections naturally lead to face-to-face experiences. It’s like dating your consumer.
If you want a long term relationship with your consumer {that equates sales and loyalty}, then Social Marketing is not really an option. It’s a must.
{But you can say potato however you prefer.}
